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Most technologies aren’t really “tools,” as many people call them. They’re “enablers.” Let’s take the Internet, for example. The Internet doesn’t do anything by itself. It’s what’s connected to it—what you do with it—that makes it powerful.In that same way, the cloud is really an enabler. The cloud itself has no value. It’s what you do with the cloud that makes it valuable. As I like to say, “It’s not the tool that matters; it's how you use it.”

1. Understanding and Targeting CustomersThis is one of the biggest and most publicized areas of big data use today. Here, big data is used to better understand customers and their behaviors and preferences. Companies are keen to expand their traditional data sets with social media data, browser logs as well as text analytics and sensor data to get a more complete picture of their customers. The big objective, in many cases, is to create predictive models. You might remember the example of U.S. retailer Target, who is now able to very accurately predict when one of their customers will expect a baby.

Big Data was a much discussed concept across IT management during 2012. In fact the effect of big data and the non-stop massive growth has been a very real challenge for CSP data infrastructure and technology teams for quite some time. Global tier 1 service providers have been experiencing activity levels of billions of call data records per day for some years to the point where custom database technologies are now being developed and modified each year. Peta-byte scale database systems holding years of Call Data Records (CDRs) and Internet Protocol Detail Records (IPDRs) are now considered the norm at many tier 1 providers. When you consider the more stringent compliance regulations being imposed, the Big Data effect can become even more complex and challenging.

The average adult makes 70 conscious decisions a day, or more than 25,000 a year. Many of those decisions are inconsequential to organizations, but a few of them can create substantial opportunities or problems. While organizations cannot prevent bad decisions from being made, firms can minimize the risk by investing in data and analytics capabilities.Data and analytics isn’t a new concept. It has been formed over the last century with the aid of two key macroeconomic trends.

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